Marketing to self-educated buyers — Randy Frisch // Uberflip
Randy Frisch
Uberflip
- Part 1Avoiding the go-to-market trap — Randy Frisch // Uberflip
- Part 2What does personalization actually mean — Randy Frisch // Uberflip
- Part 3 Marketing to self-educated buyers — Randy Frisch // Uberflip
Show Notes
-
02:38Attracting selfFor self-educated buyers, it takes multiple engagement points to win them over. Marketers need to provide relevant and personalized content that drives prospects to advance to the next step in the buying journey.
-
05:34Retaining prospect's attention and pulling them back into the sales funnelIt is important to make sure the next piece of content is as relevant as the one they landed on. In order to facilitate this process, surround that core asset with other relevant content that varies in topic, format, etc.
-
09:16Driving prospects through the sales funnel with effective CTA'sIt is crucial to include a clear call-to-action in every piece of content in order to drive buyers toward the sales funnel. By having the right call-to-action in the right place, you can reduce the number of touchpoints and expedite the process of getting buyers to the consideration stage.
-
10:21Determining the length of a buyer journey without direct customer inputTo understand the key engagement points in a buyer journey, a CMS or content experience platform is required. By identifying these key points and understanding when and where they occurred, businesses can optimize the buyer journey to drive conversions.
-
11:29Marketing and sales in the era of selfThere should be coordination and consistency in the communication and content shared by marketing and sales teams throughout the buyer journey. Sales engagement technology enables sales reps to curate relevant content for buyers at the right time in their journey.
Quotes
-
"Gartner tells me that I've got over 11 pieces of content for someone to work their way through the journey. And the challenger group tells me that there are 11 different buyers weighing in these days." -Randy Frisch, President, Uberflip
-
"Buyers don't want to have to wait and be nurtured over a number of weeks. They want to buy at their pace. So the key here is trying to find ways to hack to get someone to that next asset." -Randy Frisch, President, Uberflip
-
"Salespeople need to be aware of what marketing sent. They need to have visibility into that engagement inside of the CRM, inside of the marketing automation platform." -Randy Frisch, President, Uberflip
-
"We need sales engagement technology that allows sales reps to say, I understand the buyer, the problems they want solved, and I'll curate the seven pieces of content they need from this point forward." -Randy Frisch, President, Uberflip
-
"If we can serve up relevant content, we can keep them there, and we can expedite someone through that buyer journey." -Randy Frisch, President, Uberflip
- Part 1Avoiding the go-to-market trap — Randy Frisch // Uberflip
- Part 2What does personalization actually mean — Randy Frisch // Uberflip
- Part 3 Marketing to self-educated buyers — Randy Frisch // Uberflip
Up Next:
-
Part 1Avoiding the go-to-market trap — Randy Frisch // Uberflip
Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Consumers today have come to expect personalization when dealing with businesses, but if you don’t have the right content to solve their problems, they’ll move on to the next website. Content marketing’s biggest issue currently is that content isn’t being used effectively to push prospects through the buyer journey. Today, Randy discusses how to avoid the go-to-market trap.
Play Podcast -
Part 2What does personalization actually mean — Randy Frisch // Uberflip
Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Due to the high levels of personalization provided by platforms such as Netflix, Spotify, and Amazon, consumers now expect a similar level of personalization from B2B and B2C brands. To meet these expectations, companies need to adapt by providing relevant and personalized content that can guide consumers through the buying journey. Today, Randy discusses what personalization actually means.
Play Podcast -
Part 3Marketing to self-educated buyers — Randy Frisch // Uberflip
Randy Frisch, Chief Evangelist, Co-Founder, and President of Uberflip, talks about how your company can avoid falling into a promotional trap. Self-educated buyers now conduct independent research before contacting sales reps. Thus, it's crucial for marketing and sales teams to coordinate their content efforts to attract and guide these buyers through the sales funnel. Today, Randy discusses marketing to self-educated buyers.
